Targeted : how technology is revolutionizing advertising and the way companies reach consumers /
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| Author / Creator: | Smith, Mike, 1966- author. |
|---|---|
| Imprint: | New York : American Management Association, [2015] ©2015 |
| Description: | xiii, 208 pages : illustrations ; 24 cm |
| Language: | English |
| Subject: | Internet advertising. Internet marketing. Target marketing. Internet advertising. Internet marketing. Target marketing. |
| Format: | Print Book |
| URL for this record: | http://pi.lib.uchicago.edu/1001/cat/bib/10116641 |
Table of Contents:
- Acknowledgments
- Introduction
- Chapter 1. The Congested Online Ecosystem
- Chapter 2. Search Engine Marketing
- Chapter 3. Auctions and the Development of Paid-Search Advertising
- Chapter 4. The Google Eclipse
- Chapter 5. Display Advertising and the Advent of Ad Networks
- Chapter 6. Real-Time Bidding and the Transformation of Online Advertising
- Chapter 7. How Real-Time Bidding Works
- Chapter 8. Right Media Builds Its Ad Server
- Chapter 9. Real-Time Bidding in Action
- Chapter 10. The Impact of Data on Digital Advertising
- Chapter 11. Data Collection and Its Effect on Privacy
- Chapter 12. New Technologies
- Notes
- Index
- About the Author
